Who puts the sparkle in online communities? Passionate community members will add that dazzle, like someone named Baking Chemist in King Arthur Flour's community helping a fellow member understand what makes a chewy brownie.
Baking Chemist explains to the rest of the community that baking brownies is a matter of technique as is measuring. This discussion rounded up 300+ comments of members, who chimed in with their personal experiences.
In another example, IT Survivor, the community program in NetApp's forum, asks members to display a video or written message about them. Members are given a chance to win a Vespa scooter. One winner, Willie describes his story as a stroke victim, who found IT as a way to learn new skills and help others.
These examples and others were recently featured online to demonstrate not only different types of customer engagement in online communities but those who can maintain lasting value. The continuing buzz within online communities, like social networking, can grab your attention and make the community experience worthwhile.
Profits do come--from customer loyalty, product endorsements, and referrals. This question sparked responses in the community, anyone have a chewy brownie recipe?
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